Nando’s has come out on top in the eating-out sector when it comes to social media, with Vapiano punching above its weight, according to a snapshot of by consultancy VON Marketing
Nando’s had just over 1.5 million followers across its 344 restaurants, way ahead of the next most popular brand on the social media site, Pizza Express, with nearly 119,000 followers. Wagamama came in third with just over 38,000 followers across its 115 restaurants
However, when ranked according to followers per restaurant site, Vapiano, with just three restaurants finds itself in third place with an average of 1,183 followers per venue. Wahaca is second with 1,359 followers per site across the 210-strong chain and Nando’s once again in first place with an average of 4,520 followers per site.
The top 10 in terms of followers is Nando’s, Pizza Express, Wagamama, Carluccio’s, Wahaca, Zizzi, Byron, Pho, Strada and Vapiano.
The top 10 in terms of followers per restaurant site was Nando’s, Wahaca, Vapiano, Pho, Byron, Carluccio’s, Wagamama, PizzaExpress, Zizzi and Strada.
Vikki O’Neill, the founder of VON Marketing, said that Vapiano’s focus on engaging with guests on twitter was clearly paying off as despite only having three restaurants, their followers per restaurant is ahead of “some of the all-time greats on twitter in the fast-casual restaurant group category in which they all fit”.
She said: “It also highlights the importance and equally, the potential for building up a strong and engaged local audience for every single restaurant and to maximise conversations with these locals every single day- this without a doubt, drives loyalty recommendations and ultimately, footfall.”
